"Where To Start When You Have No Idea" - A Guide to building an online presence for BAS Agents & Bookkeepers
1. "What have you got to say?"
Identify your point of difference.
Before, you put it all out there, let's have a serious moment - make sure you're compliant. There is a level of competence required if you're going to launch yourself out to the world. If you're intending to offer BAS Services, you need to ensure you are a registered BAS Agent. That's the law in Australia. Click here for more information.
From there, you need to, firstly, think about what makes you or your practice different to the next bookkeeper/BAS Agent. Saying you are proficient and experienced, just won't cut it. Take a moment to reflect on what you do that's different to other businesses in your space. This is really key to finding your cut-through, your unique voice in the big wide world web. Is it the industry you specialise in? Is it your amazing ability to break down complex ideas into simple language? Are you a systems guru? Is it the one accounting programme you are an expert in ? Or the fact you know how to use a lot of them? Is the proof in the pudding the huge number of clients you have or the fact you're small and boutique? Also think about what people compliment you on? Often what we take for granted about ourselves, because it's easy for us, is in fact a strength and point of difference. Why do you do what you do? Click here to watch a great TED Talk about finding your Why.
2. "Who are you talking to?"
Define and engage your target market.
There's plenty of work out there. The challenge is defining who needs your unique services and offerings (your target market) and how to reach them, because right now, in this very moment, they might be looking for you. Point one (above) should naturally should give you an idea of your target market. Whether it's builders, retail stores, medical practices, a geographical region or training colleagues in the industry, you need to speak their language.
3."Hello, can you hear me?"
Get over it and get online.
Did you know right now there are about 876,812,666 websites. This says two things; one, you've got to find your unique voice (point of difference) to cut-through the masses, and two, don't over think it. As the great sage, Nike once said - "Just Do It". Don't get too caught up in over-thinking every word, second-guessing yourself and freezing up. The whole world is not watching, and it takes time to build up some traction. So just make a start.
A great place to start if you're feeling daunted is a Facebook Business Page. Invite family and friends, post regularly and ask them to share. You can also easily create a Facebook Event in your area.
If you're even half tech savvy use a website template such as Weebly, Wix or Squarespace to build a simple website. There is no need to know how to code and it's relatively easy to hook these up to your other online activities such as LinkedIn, Twitter and Facebook. Give it a whirl - you might surprise yourself. You can really get away with just three pages - a Home Page where you clearly communicate your point of difference (even better if you can get some client testimonials on here), a page to Blog and get your story out there and a Contact page so your tribe can get in touch. Think about the lay-out, the colours, the fonts, the content in the context of your target market. Speak the language of your people.
If the thought of doing it yourself is overwhelming and going to stop you, then get someone to build it for you. Get a quote, as it really shouldn't be an expensive exercise these days (have a look at fiverr herre - see what I did there?) and make sure you communicate to the website developer your vision of your brand and target market.
Then make it happen. Regularly. Consistently. Confidently.
Your next client is trying to find you - RIGHT NOW.
Feel free to add any ideas and comments below. What worked for you? Where do you get stuck? What's your unique voice?
Gabrielle Osborne (BAcc) is a small business specialist who loves to help business owners focus on what they do best. An innovation enthusiast and determined problem-solver, that's fun to work with.
m: 0410 546 000